Virgin Mobile South Africa marked the launch of its new concept store in Braamfontein earlier this month with a successful world record attempt for the most people crammed into a Mini Cooper.

Twenty-five participants managed to squeeze into the old-school Mini at the event which took place at the store under the watchful eye of the media and gathered public, as well as Virgin owner Sir Richard Branson.

With the store’s design a mixture of British heritage and South African influences, the iconic world record title featuring a British design classic proved a perfect fit for the launch event.

The history-making Mini Cooper, is now set to be converted into a photo booth for consumers to use free of charge when visiting the store.

Virgin Mobile South Africa’s attempt beat the previous record of 23 set in the UK by Danielle Maynard and the David Lloyd Divas in 2012.

Speaking after the attempt, Anton Landman, CEO of Virgin Mobile South Africa: “Both this concept store and the GUINNESS WORLD RECORDS ™ attempt is what Virgin is all about –innovation, fun, quality, value for money and a sense of competitive challenge.

“We are always striving to be different and better”.